oa Journal of Marketing - Return that talk the talk : sponsorship vs. advertising
Sponsorship has come a long way since the eighties. For one, it hasn't had to reinvent itself along with changing trends every two months. Not because it shouldn't have, but because it has managed to sustain its place as an effective player for brand building - and then some. To date however, Marketers still expect a 3:1 return on sponsorship while their advertising counterparts are not given the same targets.
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